In case you missed it Yesterday, Facebook rolled out the conversion measurement and optimization system for all ad accounts. Facebook conversion measurement allows advertisers to measure the ROI of their Facebook ads by counting relevant user actions, such as registrations and shopping cart checkouts, that are driven by people seeing an ads on Facebook.
If you’re a newbie Facebook Ads Marketer, conversion tracking is simply:
Conversion tracking helps businesses measure the return on investment of their Facebook Ads by reporting on the actions people take after viewing those ads. Advertisers can create pixels that track conversions, add them to the pages of their website where the conversions will happen, and then track these conversions back to ads they are running on Facebook. Conversion tracking also helps businesses leverage optimized cost per impressions (oCPM) to show ads to people who are more likely to convert off Facebook.
Marketers will be able to use the new tool to generate a unique bit of code to add to any page on their website where they want to measure conversions, for example, checkout pages or registration forms. When marketers choose optimized CPM bidding, Facebook’s system will show ads to users who are most likely to convert. This is key for e-commerce and other direct response advertisers who use Facebook ads to lead users to third-party sites.
Create your conversion tracking pixel(s) and implement it on your conversion page(s)
Once the pixel has been placed on your website, create ads and select “track conversions on my website for this ad”
Set a budget and choose optimized CPM to deliver the ad to people most likely to convert
Conversion measurement and optimization can be used on all Facebook ads and sponsored stories, and in combination with any targeting capabilities. Facebook conversion measurement is also the only solution that can report when a user views an ad on one device (e.g. mobile phone) but converts on another (desktop computer), which is useful for cross-platform ad campaigns.
If you aren’t using Facebook ads and are interested in learning more, I’ve written a personal Facebook Ads guide that has been downloaded by over 4,000+ marketers. If you’re an experienced Facebook Ads Marketer, I’ll almost guarantee you will learn something as well. You can download the Facebook Ads Guide here. It’s 70 pages long, so enjoy the read!